Why Great Companies Survey: Martian Logic!

If an alien civilization from Mars was planning a friendly takeover of our planet they would seek to make sure they understood our way of life and our way of thought.

The only way they could accomplish their objective would be by asking questions which they could genuinely understand and then plan a strategy accordingly. Although this idea may seem outlandish in my humble opinion it is also what separates the great companies on our planet from the Wannabe's.

The greatest RISK in marketing lies in dealing with OPINION instead of fact. Stated another way, risk and the threat of loss is rooted in the idea that you think you already know the answer.

In my 25+ years in sales and marketing I have learned one very powerful truth that distinguishes the superstars from the amateurs. The great salespeople and marketers understand the power that lays within questions. The amateurs think they know all of the answers. Show me a great salesperson and I will show you an individual who knows and understand the power of questions. Show me a poor salesperson and I will show you an individual who has yet to understand that fact. Show me a great company and I will hypothesize that they have an incredible dialogue established with their customers.

How about you? Do you feel you know the answers to your customers most pressing problems, or are you genuinely in communication with them and listening to what they say?

I have seen salespeople blossom into superstars when they learned to ask questions. Likewise, I have seen companies turn from run of the mill endeavors to powerful marketing machines when they too learned to harvest the information from the questions which they ask. Questions are the only tools that permit us to genuinely understand problems our customers have. Questions are also the vehicles we use to establish our focus to resolve those problems. Stated another way, questions are a goldmine of valuable market information. The answers to the questions within surveys provide a roadmap for fulfilling our customers most pressing needs and desires.

We have a huge investment in what we have come to know. However, what we have come to know often has nothing to do with what we need to know to be successful. This is one of the key reasons why surveying of our customers is so important. A good survey will eliminate opinion and establish some factual evidence. Also, we are often so indoctrinated with what we think we know that we cannot see what "is" occurring. This is the main reason we survey.

There have been thousands and thousands of books written on the importance of surveying. I will attempt to summarize the best ones here with a one simple acronym which I created.

S ? Successfully
U ? Understanding
R ? Relevant
V ? Values
E ? Enhances
Y ? Yield

A survey gives us the opportunity to understand and take that understanding and apply it to creating a higher return on our investment. When we successfully understand our customers relevant values we can then create the solutions that will permit us to enhance our yield. A good survey allows us to be in communication with our marketplace.

The great companies have learned that customers will not tell you how you are doing unless you ask them. Asking your customers about what they like and want offers the best information to learn from mistakes and cultivate unique opportunities.

Great companies survey. Wannabes think they already know. Want to succeed in a big way, all you have to do is ASK... then shut up long enough to recognize that the answer that is coming at you has "GOLDMINE" written all over it!

Be careful what you agree with!

Harald Anderson is the co-founder of Artinspires.com a leading online gallery of Motivational Posters and Inspirational Posters."When Art Inspires, Dreams Become Realities. His goal in life is to become the kind of person that his dog already thinks he is. http://www.artinspires.com.

---

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More

Has the Free Report Had Its Day?

For years now we have been inundated with offers of... Read More

The Great Direct Marketing Conundrum

Many a home business owner has spent sleepless nights thinking... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is... Read More

Getting New Clients - When Only a Few is More Than Enough

Many of the business owners I speak with are looking... Read More

The Lone Wolf is Blind

When Advertising, it's not always better to be the lone... Read More

5 Steps To Help Fail-Proof Your Growing Service Business

Business startup and failure rates are scary...In The USA...- Every... Read More

Key Marketing Questions - Planning Your Marketing Campaign

So you started a business. How's it going? Did you... Read More

Thinking About More Business

What does an old Russian joke have... Read More

The Biggest Needle In The Haystack

Hello everyone! Have you ever been curious about something, and... Read More

Is It Time To Revisit Your Marketing Strategy?

Small & Mid Sized Business owners, have you revisited your... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is... Read More

Stretch Your Marketing Reach

One of the most cost effective marketing strategies you can... Read More

Has the Internet Killed Off the Direct Mail Baron?

Over the past 30 years, direct mail has been responsible... Read More

5 Ways to Use Your Business Cards More Effectively

Contrary to popular belief, the best use of business cards... Read More

Five Most Common Mistaken Beliefs About Joint Venture Marketing

Apart from being the fastest, easiest, and most profitable strategy... Read More

Why Doubling Your Fees Can Increase Business: How Pricing Affects Buyers Decision Making Process

Want to know the simple way to get all the... Read More

Creating Assets: Spark Your Thinking With These 16 Comprehensive Questions

Here are some questions to get your thoughts and cash... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Marketing Lessons from Santa

If a nonexistent man can change the world and millions... Read More

Using Demographic Data For Your Direct Mail Marketing Campaign

Targeting high potential markets with a direct mail marketing campaign... Read More

Is Most Marketing by Small Businesses KILLING THEM?

I just collected my mail. As usual, more than 80%... Read More

Loan Officer Marketing ? How to Target the Right Agents

Once there was a loan officer, who marketed his services... Read More

T.E.A.M Profit

As you network and meet other business owners, keep this... Read More

Down To The Wire

When you want to win and woo new clients with... Read More

Fundraising Letter Envelopes: How To Make Them Irresistible

Readers spend only a few seconds deciding the fate of... Read More

Using a Contact List Profitably- Part Two

Besides a survey, your contact list can be used to... Read More

So What Do You Do?

Once you have the attention of a business prospect, at... Read More

Why Surveying Matters

What is the single most important thing you can do... Read More

So You Want To Cut The Crap And Get Into The Money?

So, you´ve been around for a while, and maybe even... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd... Read More

Non-Aggressive Marketing Ideas for Enterpreneurs

Do you cringe at the thought of trying to promote... Read More